HELP US LAUNCH FARM TO FASHION BY FILLY & FOX

Aim: FILLY & FOX is seeking the funds to launch our "farm to fashion" Women's Country Style Fashion brand in 2025.

Contact :  [email protected]

FILLY & FOX

Redefining British Country Elegance with Ethical Craftsmanship 

Welcome to Filly & Fox, where timeless British style meets uncompromising ethical craftsmanship. Launching in 2025, we are proud to introduce a bespoke, made-to-order fashion brand specializing in artisanal English accessories and collections for women, inspired by the timeless allure of the British countryside and equestrian lifestyle.

Creating luxury pieces with purpose — where every stitch tells a story of heritage, sustainability, and supporting local communities. Filly & Fox isn’t just another country style fashion brand; we are a people and planet-first business, committed to preserving British craftsmanship and promoting ethical, traceable fashion.

From the rolling hills of the English countryside to the hands of our expert artisans, every Filly & Fox piece is a celebration of British heritage — with a modern contemporary but elevated twist to ethical production, to transparency, to sustainability, and to mindful consumption of country style fashion.

The only thing for you to decide is if you're a FILLY of fine English farm traced fashion or a FOXY fashionista sister.  

OUR HERD 

We couldn't have got this far without community, collaboration and teamwork. Our carefully selected and highly experienced and passionate team have been on the journey from the start and are poised, set and ready to engage, educate, enthuse and build a country lifestyle fashion brand, the likes of which have yet to been seen in the fashion industry.  

Filly & Fox is more than just a fashion brand it's a community and collaboration of like minded people who share a love for luxury artisan made fashion with purpose. 

Great British Entrepreneur community - 2024 Sustainable Entrepreneur Of the Year Winner and ex global fashion brand manufacturing and sourcing veteran,  has devoted over twenty years working with, consulting for and been employed by some of the worlds most recognisable luxury fashion brands.  All of which defined his experience, skills and knowledge needed to visualise found and create Filly & Fox 

RAPLH LAUREN - MULBERRY - PAUL SMITH - CHURCH SHOES - PRADA

Deciding to leave corporate fashion behind and the ever growing toxic culture playing out in the industry (by some), taking his know how, experience, skills and establish supplier relationships of over twenty years to create and launch a fashion brand with connection to the land.  Not for shareholder or investment interests, but for a truly independent and considered, and compassionate approach to Women's English country style fashion. 

Ethical traditional heritage English production - sourced from UK soil and directly from the farming communities of the UK - authenticated traced material supply chains - made to order and slow fashion by talented and gifted artisan makers and all within England.  

Creating a new legacy brand for a new changing narrative in conscious consumerism in women's English Country Style Fashion.

"Not only are each and everyone of our products diligently scrutinised for quality, durability and ethical values, so too are our collaborators who join our herd.  We couldn't do any of this without the devotion and passion of our voluntary team who have helped us get to this point.  From our suppliers and artisan manufacturing family to our our fashionista sisters and brand ambassadors". 

We all share collectively the ups, downs, the wins and successes. 

"Fashion is and should be about independence, owning your style, community and supporting each other for a more ethical and compassionate existence.  I couldn't be more grateful to our herd and family of country living and loving fashionistas and passionate collaborators who have collectively come together in their own time to realise and support the vision of farm to fashion for Filly & Fox". 

If there was ever a brand to celebrate the coming together of people and planet rather than division we see in society  Filly & Fox is shaping up to do just that. Inclusivity of age, culture, race, gender, religion and experiences in life or your place in the world, we are all connected to the source of our existence the LAND!

THANK YOU - I am humbled,  appreciative and grateful for your love & support.

                           OUR GEN Z ENERGY 

Our founding brand ambassador vibrant and energetic GEN Z influencer.  An equestrian Polo player, foodie, classic and elegant fashionista sister has brought the Filly & Fox brand to the new younger demographic who value heritage, quality over fast and cheap throw away fashion. 

Annabel's style is an eclectic mix of both classic vintage and heritage, mixed with the emerging and modernistic independent fashion brands to create a unique country style all of her own. Annabel has her own trends.

Annabel is the prefect GEN Z brand ambassador for Filly & Fox as we appeal to the younger more focused and fashion conscious audience that will grow with us over time and ensure our legacy continues.

ANNABELS  - WHY

       FASHIONISTA FARMER 

Our fellow fashion collaborator in the farm to fashion advocacy space.   Like Mr Christian a twenty plus year ex global fashionista also going it alone in the farm traced merino knitwear space with her own collections launching in 2025. 

Ex vogue catwalk runway model from Sydney Australia and now farmer with a head of 10,000 cattle and her own 5,000 herd of Merino sheep based on her family farmstead on the east coast of Australia, Vanessa is aligned in our mission and vision and hence the support and collaboration.  

Same values  

Same mission  

Same passion 

JUST DFFERENT HERDS

As it is on the land, so it is in our farm based collaborative fashion staples and collections. 

It was a meeting of minds that needed no further validation. A meeting of fashion souls determined to make fashion beautiful, long lasting and ethically produced. In a farm to fashion movement direct from the farm.  

 VANESSAS - WHY

           COUNTRY LIFE EXPERT

Our second and newest Filly & Fox brand ambassador.  Competitive equestrian rider, farmer and all rounded country life expert.  Hannah joins the herd and is the perfect collaborator and ambassador to put all of our products through there paces by living, breathing and working real country life in the north of the UK.

Product testing the likes of which are hard to replicate.  Products from the land, worn working the land and by fashionistas who appreciate the land.   We couldn't be any more connected to the source of our products if we tried with Hannah onboard.  

Already appreciative of the equestrian sports arena, Hannah is well versed in bridle leather, reins, stirrups and saddlery and all things heritage bridle leather and equestrian, so understands first hand the quality of our products, and so too will the new customers we hope to onboard. with our launch in 2025.

HANNAHS - WHY

Our most recent addition to the team is KITTY Dixon.  Our farm to fashion model and cool cat on the farm.  Gen Z emerging model and devote diva in fashion brings to brand that all important trending visual aesthetic with her team of stylists, make up, hair and photographers all supporting and advising us from her years in the branded modelling world.  From major brand shoots and London Fashion Week catwalks we are grateful to KITTY for bringing her experience to the brand from this space. 

OUR VISION

Filly & Fox is for women who appreciate refined elegance but demand more from their wardrobe — women who value sustainability, craftsmanship, and authenticity.

Our collections embody the traditional British country aesthetic that evokes timeless sophistication, taking inspiration from iconic brands like Ralph Lauren from where the founder of Filly & Fox spent four years working as the UK's RL agent responsible for sourcing, manufacturing RL leather goods on behalf of the brand with UK manufacturers.  

Harnessing and reigniting some of these relationships from over twenty years ago to create Filly & Fox through collaborative working and stewardship for a new ethical fashion narrative.

FILLY & FOX - goes beyond elegant, classic and timeless British design. 

OUR  POINT OF DIFFERENCE

We are proudly redefining the fashion supply chain by ensuring that every element of our creations is traceable back to it's source,  THE FARM.  Our commitment to transparency means that:

Materials and our Products are Sourced with Integrity: 

Our raw materials - from centuries old traditional and heritage artisan English bridle leathers and luxurious merino wools to sustainably harvested textiles, are all sourced from British farms that uphold the highest ethical and environmental standards.

Handcrafted by UK Artisans: 

We have partnered with heritage craftsmen and women across the UK who keep traditional skills alive, ensuring that every Filly & Fox piece embodies true craftsmanship. Hand made to a level of quality and attention to detail you simply don't see in mainstream brands and retail. 

As soon as you open the box you will understand why we do what we do.  

Sustainably Made, Minimizing Waste:

Our made-to-order and pre order business model not only reduces overproduction but also champions slow fashion, ensuring that each piece is crafted with care, intention, and minimal environmental impact, with every product unique in it's own right.  No two products can or will ever be the same as the next.

We only secure the materials needed to fulfil our orders and batch produce to ensure consistency of quality of our production and attention to the finer details we will be known and respected for.  We do not design, source or make any of our products overseas. 

We are farm traced ENGLISH HERITAGE & TRADITIONAL through and through.

We could like most source cheaper imported and re branded products. But if we are to realise our authenticity and brand values on which we are founded we need to show up correct and meet our commitments to the industry and our customers.  

We do what what everyone has been shying away from.  Yes it's challenging, time consuming and more costly, but in a world where brand integrity is everything,  we had to come to market different to the rest.  Challenge the fashion status quo and get back to the basics of making British heritage and traditional fashion once again a leading industry force, as it once was.We are the new  RARE BREED IN BRITISH COUNTRY STYLE FASHION and that's just how we like it.

WHY YOUR SUPPORT MATTERS AND WHY NOW 

The fashion industry is at a turning point. Consumers are demanding more transparency, sustainability, and ethical production and Filly & Fox is poised to meet that demand, whilst ruffling some fashion industry feathers for the right reasons, ethical ones!  However, to make this vision a reality, we need your support to:

✅ Bring our full debut Farm to Fashion collection to life 

Funding will allow us to produce our first full exclusive range of artisan crafted, farm traced accessories and apparel for launch in 2025 as a new brand to market.

THE BELTS 

PRE ORDER NOW THROUGH THE CROWDFUNDER REWARDS

Equestrian inspired bridle leather belts for women. Hand crafted by Royal warranted saddle makers and available to pre order. This will be only time you will be able to secure our products at such a discounted price before we officially launch.

WESTCOAST 

Crowdfunder reward price £155 - Newmarket Tan

SHACKLE  

Crowdfunder reward price  £165  - London Tan 

JACK SPARROW  

Crowdfunder reward price £175  - Dark Chestnut

SAM BROWN 

Crowdfunder reward price  £135  - Conker

HOOKED 

Crowdfunder reward price  £175 - Dark Chestnut

PRECIOUS   

Crowdfunder reward price  £125  - Post Box Red

PRECIOUS  - Classic black or Post Box Red

RIDER 

Crowdfunder reward price  £165 - Newmarket Tan

RIDER - Newmarket Tan

STRAIGHT CUT 

Crowdfunder reward price  £125  - Classic Black

TWO NEW STYLES JUST ADDED.

EASTCOAST  

Crowdfunder reward price  £155 - Dark Chestnut

SKINNY 

Crowdfunder reward price £95.00 - London Tan

HOUNDS deserve to look stylish in farm to fashion too ! 

Crowdfunder reward price £50.00 - London Tan

We know that most of the country girls we have spoken too have a four legged friend of the smaller kind also. What other fashion brand allows you to style your pooch with a matching collar from the same artisan makers as our belt collection? Same lifetime guarantee and same farm traced story.  Now your four legged friend will look as stylish as you when your out in the countryside.

ALL PRODUCTS & STYLES ARE AVAILABLE IN THE FOLLOWING CLASSIC BRIDLE LEATHER COLOURS.

SIZING 

Please read the sizing guide in the brochure to ensure you order the correct size as we are unable to offer returns for incorrect sizes ordered.

DELIVERY

Will either be 4 -6 weeks after the Crowdfunder ends or collection in person at our launch event to be announced.   Should we reach our target before the end date we will get to work much sooner. 

UK ORDERS

Will receive their products delivered free (if not collecting in person) full tracking details will be provided.

INTERNATIONAL ORDERS

Will be charged a shipping fee appropriate to the final destination required. The fees will be payable and invoiced prior to shipping.  Full tracking details will be provided. 

All international customers will be responsible for paying import duties and tariffs in order to receive the products into the country. 

BROCHURE  - download free

EVERYTHING YOU NEED TO KNOW

WAITING AT THE FARM GATE - OUR NEW PRODUCTS 

THE BAGS  

Our iconic UDDER bags  "The bags with tags" collection harnessing the same English farm traced bridle leathers as our belts and accessories for a truly accessorized and matching collection of farm traced leather goods.  

Same leathers same herd, same quality, same look.  But tagged for farm traced authenticity with Defra registered data! Hows that for traceability in fashion.

Ladies we know how hard and frustrating it can be to find that matching leather belt or bag for that well put together country style look.  You got the new bag but you can't hell for leather find a similar or matching belt to go with the look ! 

DON'T WORRY WE GOT YOU !

Currently in pre production sampling stage with our UK artisan makers a range of Totes, phone pouches and other leather goods accessories coming soon.  

A paired back and simple contemporary minimalist style with a rustic and ultra cool fun and iconic and countryside charm.  Is this the next cool bag collection to be seen with, we think so.

Designed for practicality, strength, and dependability an understated timeless classic collection, which are as much for the everyday as they are for evening use. Again you just need to decide if your a Filly or Fox of the bag world. 

We will release the collection just as soon as it's ready. ANNABEL and HANNAH will be showcasing these as soon as we can get them out to them. Followed by a pre order campaign. 

Your funding and support will help fund the first production run for the final sample collection.  Which will be on display at our first launch event.

(images are concept visuals)

THE KNITS

A collection of carefully considered farm traced merino knits in collaboration with our Vogue fashionista farming sister Vanessa Bell.   A range of knits that will pair effortlessly with the rest of the collection. Poncho's, cable knits, fine elegant knits all with an elevated style for a sophisticated but practical country side look.

We are taking guidance in this space from Vanessa who is our Merino Marvel and fashionista expert, so you can be assured these knits just like the rest of our products won't be your typical high street or retail offer. 

Her dedication to herd, product and heritage luxury manufacturing mirrors our own path so it's going to be something very special indeed.

THE FOOTWEAR

We have an exciting and industry footwear first also waiting at the farm gate.   Ready to let loose and cause havoc in English country fashion space.  We really don't want to gate keep these any longer as we just know they are going to be our hero product for Filly & Fox 

This footwear range will see Filly & Fox as true leaders and pioneers in the farm to fashion space. Again another level up in design, craftsmanship and traditional heritage manufacturing, with the our unique farm traced and Filly & Fox twist.

The Equestrian's amongst you will be chomping at the "brass bit" to get your feet in these for those long summer evenings.

We are in discussions with a long time family friend and globally renowned and respected shoe designer with over forty years in the shoe design and manufacturing industry, so we know we are walking in the right footsteps with this new product offer.

We hope to share the preliminary designs, manufacturing and process with you all just as soon as we delivery on our initial Crowdfunder  and launch event objectives.

HOW WE WILL SPEND THE MONEY RAISED   :

✅ Help fund and support our ecommerce website and social media content

We we will be offering future collections, further products and new inspiring collaborations, which are all pending.  Limited edition production runs and unique and more bespoke artisan crafted wares for the country style fashionista sister.

Part of your funding will help with our ecommerce, social media and brand support to scale and grow the brand.  This is a very niche and specialised element of the business and so we need to have the right people onboard in this space to assist us.  They are all at the farm gate waiting to be let in to start but we need to pay them for there expertise.

✅ Help fund further supply chain certification 

Many brands rely on manufacturing suppliers to be professionally audited and regulated by industry certification.  The brands themselves rely on this by way of association to meet these ethical standards industry, rather than making the investment themselves. 

We have already started partnerships with key industry figures and will go all in to ensure we invest directly into our supply chain certification and authentications rather than rely on others for this industry shout and clout. 

Our brand foundations, values and mission are built on transparency, trust and integrity, so it's imperative we invest significantly in this area of the business giving you total peace of mind that Filly & Fox is a genuine, authentic and a very different fashion breed you can depend on.  

✅ Expand Our Network of Skilled Artisans – By supporting traditional UK craftsmen and women, we are helping to preserve heritage skills and support local communities. We seek to grow our artisan and heritage manufacturing partnerships and collaborations across the UK. 

Supporting local farming and producing communities with the diversification in to farm to fashion, is one way we can help.

We have been approached by many other companies eager to work collaborate with us from all over the world and bring to market new products yet to be seen. The funding raised will allow us to explore these projects and strengthen our international appeal as a brand.

✅Help us fund the new product releases

Your funding will secure sample making and production capacity with our family of heritage makers through the UK. Enabling us to bring more farm traced and sustainable fashion to market a little quicker than we have previously experienced.

Much of what we have prepared and is already in discussions and ready to launch your support will help us bring the rest of the collection to market a lot quicker, for greater impact and great change within the industry.

✅ Secure Our Presence at Key Equestrian & Country Events -  

We’ve been eagerly invited to showcase Filly & Fox at  a number of prestigious equestrian and country lifestyle events in 2024 / and now 2025.  But we need the funding to do this and hence your support through the Crowdfunder to help us realise the growing support for what we are doing.

This is where we can introduce our collections to our country style loving fashionistas, take pre orders and meet our herd & countryside community.

We want in person interactions, create, memories and collaborate as a brand to be actively out in the field of fashion connecting and supporting our Filly's and Foxes with authenticated British country style fashion.

✅ Workshop & farm to fashion days 

We would like to host events up and down the country inviting those interested to partake in MAKE & TAKE days with their own creations on the day. 

Good food, good people and good farm traced fashion products and a great day out for the fashionista sisters. 

We know how much the ladies like to do the English country retreats. 

Filly & Fox want to offer a different kind of country style retreat. Learning loving and understanding real authentic country style fashion.  Get hands on, get creative and get styling your way with Filly & Fox.  

✅ Build a Sustainable Brand Legacy 

Your contribution helps us invest in the future of Filly & Fox as a new sustainable British fashion brand paving the way for a more ethical fashion industry. The more support the bigger the changes we can make, the bigger the legacy for authentic fashion we can create, and the more we can inspire the next generation through our example.

✅ Join Us at the Forefront of a New Fashion Movement

When you support Filly & Fox, you’re not just backing another fashion brand you’re becoming part of a fashion movement that honors tradition, while shaping a more sustainable future in fashion.

The industry is screaming for change and we believe we can make that happen. Leading, delivering and acting on our promises and leading the herd in the first of it's kind change in farm to fashion.

✅ Preserve British Heritage:

Every piece we create keeps centuries-old craftsmanship alive, ensuring that traditional skills are passed down to future generations.  Much of the country lifestyle fashion industry has been wholly dependant on these heritage and historical founding principles of UK industrial manufacturing which are sadly in demise.  

We believe if you consume British country style fashion then it needs to come from from England, not Italy, Spain, Portugal, India , China or elsewhere.  The impact of tariffs and new trade agreements will only increase the cost of fashion, so keeping it local community based and traceable has to be the way forward.

The UK was a global leader in industrial manufacturing and an inspiration for the rest of the world.  Most of what we see today in British fashion and brand are now 90% are foreign owned, produced thousands of miles away and for maximising margin and profiteering gains.

Quality is down, nefarious supply chains and exploitation of production workers is at all time high.  We're not here to hate on other brands, but we are here to make a difference and do things right.

If your passionate about ENGLISH COUNTRY STYLE  then be authentic with it. 

We are here for those that want authenticated British country style fashion with integrity, traceability and assurances of quality of make.

✅ Champion Ethical Fashion: 

We’re committed to reducing fashion’s environmental impact through farm-to-fashion transparency and a zero-waste production model. 

Our lifetime product guarantee and end of life returns, with buy back discounts ensures we are the ONLY UK country lifestyle fashion brand for women taking full accountability and responsibility for our end of life product waste. 

Everything we put out we hope will come right back to us as some point in time. Closing the loop in fashion waste for a cleaner more resourceful industry narrative.

Vintage resale, re purposing and re-restoring your returned Filly & Fox products will set a new benchmark in the industry for fashion waste by a brand. 

✅Support Local Communities:

By collaborating with UK artisans and sourcing from British farms, we empower local communities and contribute to a thriving, sustainable economy. 

Filly & Fox sees the diversification into to fashion as one way to help the struggling UK farmers to make a profit and stay producing when so much of there other production is being eroded and stripped away. If we don't have farms producing we don't thrive.

THE PERKS FOR OUR BACKERS 

Be part of the Filly & Fox story and English country style fashion legacy.

We’re offering exclusive rewards to those who believe in our mission and want to support and help fund our launch in 2025. 

DISCOUNTED  pre launch early access to our debut belt collection: 

Be the first to own timeless, handcrafted pieces that embody British elegance and sustainability.  We are offering these at an introductory discount to raise the funds we need to get the wheels in motion after two years working behind the scenes, But it really is now or never.

LIMITED EVENT launch bespoke production offer - An opportunity to choose full bespoke production of any of our leather goods products at our official launch Event in 2025. (if we make it)

Choice of products, choice of colours, choice of styling, choice of materials, choice of personalisation all unique to you. YOU DESIGN - WE MAKE, and no we won't be making or offering knock off Hermes Birkin's or Chanel classic flap styles. CHINA has that one covered already!

This is a FILLY & FOX thing. 

DO YOUR BIT - Sewing seeds for farm to fashion

We have teamed up with a leading UK wild seed supplier.  The company seeks to improve the UK's natural countryside environment by rewilding with native and natural plant species, which significantly contributes to the UKs rural, natural, agriculture and countryside bio diversity.

Preserving habitats for insects, pollinators and other life forms in the food chain. All of this work leads directly into our farm traced supply chain and regenerative farming practices.  To support this move we need our fashionistas to plant some seeds too.  

Every Filly & Fox product is shipped with a packet of our native UK wild flower seeds and we will be launching a social media campaign to raise awareness of farm to fashion through our "Seeds to Sustainability" campaign.  

For all reward supporters who order a belt they will receive these naturally, but we wanted to offer our seeds for those who still want to support and help fund our launch but in a smaller way.   Those that take up the seeds to sustainability challenge via our social media campaign will be in with a chance of receiving some free products.  Our team will seek the most inspiring post to award those with some farm traced products from the range.

EARLY BIRD "catches the worm"  All supporters to the Crowdfunder will by default be granted pre launch "Limited edition collection access" prior to official general release.

We will launch four times a times a year, to tie in with the four seasonal climate changes - spring, summer autumn and winter,  a numbered limited edition production run of a bespoke exclusive designed Filly & Fox product. 

This could be a belt, a bag a knitwear piece or another farm traced product of choice.  Being a backer and supporter will grant you pre launch access to these collections before the rest of the herd.

Limited numbered production run, one off designs never to be repeated and a one time only offers for each season ensures those that invest in us get first dibs on these collections.

VIP Invitations to Equestrian & Country Lifestyle Events: 

Join us as we showcase Filly & Fox at premier country lifestyle events in 2025 and beyond.   We will work with event organisers to ensure we can secure discounted prices for early bird tickets, event access and special exclusives to our Filly & Fox devotes. 

This goes for non - event occasions throughout the year also.  What, where and how we can offer these perks will depend on how collaborative our friends in this space are equally willing to collaborate

RECOGNITION as a Founding Supporter:

Your name will be forever etched in the Filly & Fox story, as one of the visionaries who helped bring our UK farm to fashion sustainable brand to market. 

Being a part of our fashion thoroughbred community we will ensure that those doing the most are rewarded and recognised for their contribution to the Filly & Fox vision.

We all share in the success of Filly & Fox and will pick a selection of Filly's of fine English fashion or Foxy fashionista sisters throughout the year to receive complimentary products and rewards as we grown in recognition for their support and contribution. The more we can grow the more we can share the benefits with our community and loyal fans of farm to fashion by Filly & Fox

Why Filly & Fox is the Future of Ethical Luxury Fashion

Filly & Fox is a celebration of heritage, craftsmanship, and conscious luxury. As we prepare to launch in 2025, we invite you to become part of this exciting journey.

Imagine owning accessories and garments where every element from the leather to the stitching to the materials can be traced back to a British farm, handcrafted with care and skill by communities that have dedicated ancestral past lives to their craft for generations.

Envision a future where fashion not only looks good but does good  for people, planet, and countryside communities across the UK.

Together, we can make this vision a reality.

Join Us and Be Part of the Filly & Fox Legacy

By supporting our Crowdfunder, you are helping Filly & Fox launch with purpose and impact, preserving British traditions, empowering artisans, and creating a more sustainable collaborative and community based future for fashion.

HAY!  

WE'RE NOT THE ONLY ONES SHOUTING ABOUT IT

This project closed unsuccessfully on 11th July 2025